Gulf Oil launches innovative musical campaign - ‘Dum Andar’
The 2019 IPL season has begun on a competitive note. Being the champions of the last season, Chennai Super Kings (CSK) have been leading the IPL chart with their consistent and exceptional performance this season as well. To keep the momentum going, Gulf Oil Lubricants India Ltd, part of the Hinduja Group and one of the oldest partners of CSK, have launched ‘Dum Andar’ campaign.
“Our brief to the agency was to create a campaign that combines the brand values of CSK with that of Gulf Oil and enhance the perception of our products in the minds of our customers and partners. Cricket is a passion in India and we wanted a high energy and fun route to leverage this passion on to our products, which will have a long lasting impact on our customers”; said Anuradha Bose, Strategic Brand & Marketing Officer, Gulf Oil India.
‘Dum Andar’ is a digital first campaign, which revolves around the idea of inner strength. The insight originated from the question, “What makes a champion”. The brand realized that it is inner strength that differentiates a good athlete from a champion. Once the insight was identified, the marrying of the thought to the creative execution was seamless.
Dwayne Bravo is one of the iconic Super Kings, is known for his musical abilities, with his “Champion” and “Around the World” music videos, registering over a Million views each on YouTube, soon after they were released. Gulf Oil approached Bravo to create a peppy rap song that articulated the spirit of Dum Andar along with his team-mates Ravindra Jadeja, Shane Watson, Harbhajan Singh and Captain Cool M S Dhoni, who is also Gulf Oil India’s brand ambassador. The music for the song was created by using automotive sounds giving a refreshing new interpretation to the phrase ‘Driving a car powered by Gulf Lubricants makes you feel like a rock-star’.
The campaign video opens with Dwayne Bravo sitting morosely in a car. He is soon joined by Harbhajan, Jadeja and Watson who encourage him to cheer up and go on a ride with them. The closing of the car doors and the locking of the seat belt suddenly inspire Bravo with their accidental rhythm, in this, Bravo rediscovers his inner-mojo (Dum Andar) and breaks into a rap song, while his teammates join him. Their song is interrupted by the arrival of MS Dhoni on a bike. He knocks on the car’s door and challenges his team mates with the question “Who has more Dum, you or me?” and both the car, and the bike rev in tune to the music’s high-point. The film concludes with Gulf’s sign off “Dum Andar” and its range of products.
Through the Dum Andar campaign the brand wants to leverage the association to showcase the Quality, Endurance and Passion that are embedded in its product range.